UrbanSlice Pizza

Overview » UrbanSlice is my take on a funky pizza chain inspired by pizza variations across America. Think deep-dishes, tomato pies, New York style, and more!


city, explore, modern


Illustrator, InDesign, Muse, Fabrication studio

Art Direction

Scott Laserow

Visual Direction » I approached this brand through the lens of modern metro systems and signage - geometric typefaces, bold colors, and high-contrast icons and patterns.

The Big Idea » Customers can order food with the interactive kiosk or website, enjoy craft sodas, and learn about pizza history and culture in different regions. It was important for UrbanSlice to celebrate city life & culture.

Applying the Brand » Additional collateral included packaging for a line of craft sodas, condiment labels, takeout box and bag, a custom pizza box, and an apron set for the staff.

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About Robin

A work in progress designer. You can find me wandering around at meetups and bookstores in Philly / central Jersey. These days, I’ve been reading a good book and working on a freelance WP project.

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What else? I’m curious about how we can make modern tools work for people. So any role that lets me bring customers into how everyday products and services are made would be a nice fit. Think user research and testing, interaction design, or content strategy. The emerging technology space is always changing, so I’m always learning.

Places I’ve Been

UX Design intern at an educational software company

Design intern at a multicultural creative agency

Graphic Design intern at a coworking startup


Web & interface design, branding, user research

Adobe Creative Cloud, Sketch, InVision, HTML5 & CSS3, Sublime Text, WordPress CMS, and a plain whiteboard

Chinese (Mandarin)